2020年东南亚消费者趋势报告
27页1、WITH CONTRIBUTIONS FROM FOREWORD CEO, ZALORA GROUP Gunjan SoniGunjan Soni W hat a year 2020 has been! From the Covid-19 pandemic to poignant societal movements, the global socio-economic landscape has shifted in ways like never before. As it stands, fashion retail was hit hard, having been deeply affected by mass lockdowns, social distancing, and disrupted supply chains. The inevitable closure of stores, emptied shopping malls, and an insurmountable loss of jobs are all but a few harrowing reali
2、ties of the pandemic. A daunting aftermath that has impacted us all not only from a retail standpoint but also across the entire fashion community, prompting a total recalibration of perspectives and strategies. This forced introspection has led to an awakening of several megatrends that had been brewing beneath the surface. In Southeast Asia alone, we have discovered how advancements in the telecommunications sector have greatly improved online penetration, making the region one of the most con
3、nected in the world. We have also discovered how this vast and diverse panorama of consumers respond to key market triggers, giving insight to unexpected changes in behaviour and lifestyles. Southeast Asia - though often perceived as a homogenised society, its varied races, religions and wholly contrasting cities are what makes it a truly spectacularly unique environment, setting itself apart from its international neighbours. Here at ZALORA Group, we understand the struggles of various players
4、in the fashion, beauty and lifestyle ecosystems to access reliable data on this rarely discussed, yet highly documented demographic. While socio-economic data is easily available, how it applies to retail and consumer preferences alongside actionable insights are unavailable. It is with this in mind that the ZALORA TRENDER Southeast Asia 2020 Report aims to answer the regions most questioned conundrums, fuelled even further by this years unprecedented pandemic. TRENDER, ZALORAs proprietary analy
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